Once together, always together: In addition to releasing the limited-edition bottle, Jägermeister has also committed a €1 million fund to support over 700 nightlife artists around the world

Family-owned Germany drinks company Mast-Jägermeister has launched a limited-edition #SavetheNight Jägermeister bottle to raise funds for the nightlife community that has been hit hard by the COVID-19 crisis.

The #SavetheNight Jägermeister presentation, the first time in its long and proud history that the brand has adapted its front label, was released globally on 10 June.

With the COVID-19 pandemic having temporarily shuttered the nightlife industry across much of the world, the #SavetheNight campaign gives artists and mixologists financial support and a platform to continue working through the crisis.

The limited-edition bottle features illustrations — designed by German artist Max Löffler — representing different countries and continents. Jägermeister hopes the initiative sends out a strong message of solidarity and hope and raises awareness about the challenges facing the nightlife community.

Mast-Jägermeister Chairman of the Executive Board Michael Volke commented, “As a family-owned business, solidarity is a matter of heart to us. Our brand and our company have been built in cooperation with passionate master mixologists, bartenders, musicians and artists. Now we need to give back to them in a way which also delivers entertainment for everyone who can’t get to their favourite bar, club or event.”

German Artist Max Löffler has the honour of redesigning Jägermeister’s front label for the first time in the brand’s history

Jägermeister has also committed €1 million to support the bartenders, artists, creatives and club owners who have been financially impacted by the crisis. The funds will be spent directly on collaboration fees to support over 700 artists globally. The initiative is backed by renowned DJ/Producer Peggy Gou, who will consult on local community engagements with the company.

In addition, Jägermeister is hosting ‘Meister Drop-In’ sessions which give artists and bartenders the chance to host virtual mixology classes. It has also launched the #UnitedWeStream programme which supports clubs and organisers by hosting livestreamed dance parties all over the world.

(Left) Meister Drop-In sessions give bartenders the opportunity to host virtual cocktail parties; (Right) The United We Stream campaign will livestream virtual dance parties

The Moodie Davitt Report Chairman Martin Moodie (third from right) visited Mast-Jägermeister in December 2018 to discover the extraordinary story of the Jägermeister brand. While there, he had the opportunity to dine at the splendid Jägermeister Gästehaus (guest house) in Wolfenbüttel with (from left) Head of Public Relations, Andreas Lehmann; Head of Trade Marketing, Global Travel Retail, Stephanie Cleary; Head of Customer Development, Global Travel Retail, Hans-Manuel Vogt; Jägermeister Chef de Partie Oliver Wiedener; Mast-Jägermeister Chairman of the Executive Board Michael Volke; and Director of Global Travel Retail Dietmar Franke. Click here for the full story.


Jägermeister strikes Gold at the Virtual Travel Retail Expo

Jägermeister is among the stellar line-up of brands which will be exhibiting at the inaugural Moodie Davitt Virtual Travel Retail Expo this October. The pioneering event has also attracted the support of some of travel retail’s leading wine and spirits companies.

These include The SEVA Group, Duty Free Global, Beam Suntory, Camus, Kweichow Moutai, Lambay Whiskey, Pernod Ricard, Campari Group, Proximo Spirits, Lough Ree Distillery, Santa Margherita Gruppo Vinicolo, International Beverage, Walsh Whiskey, Roust (Russian Standard Vodka), Schlumberger, Stoli Group and William Grant & Sons.

They are joined by Baron Philippe De Rotshschild, Barton & Guestier, Chase Distillery, Château Loudenne, Wild Tiger Rum, Ian Macleod Distillers, Whyte & Mackay, Loch Lomond Group, Choya Umeshu, and Masi Agricola with several others set to sign in coming days.

The unique 5-day ‘live’ event, followed by a 30-day showcase, begins on 12 October, just after the conclusion of the Chinese Golden Week holidays. It features a star-studded series of events across the five days, including a Symposium, the renowned Wine O’Clock workshop; and a new consumer research initiative.

Registration is free for buyers, exhibitors and preferred media partners. (Click here to register)